Page 15

Beyond personalisation , brands are actively modernising based on customer preference. In 2016, A/B testing is being fervently embraced by brands that wish to preserve their forward thinking appeal. With the democratisation of choice that digital channels bring to customers, their preferences are rightly being seen as the guiding forces behind brand transformations. Much in the same way a riverbed is dug by forward flow of water, brands are A/B testing in order to identify the preferential pathways that naturally lead their customers to the purchase. In fact, smart A/B testing is so effective at identifying positive improvements to layouts and branding schemes that it can be the case that the most significant barriers to implementing results are tactical. Creating CMO and CTO buy-in, then implementing new designs and technology, then finally proving it has a positive effect on ROI are usually among the more challenging components of a redesign. However, without this work in the trenches, brands stand to lose out as their branding and sales tools age. Customers in the multichannel era have the ability to quickly detect when something is fading out of the cutting edge, and also have no qualms about moving on to what they perceive as the next big thing. In tandem with efforts to streamline conversions across all channels, fulfilment is also coming under the lens of reinvention. Retailers are living in a fulfilment environment that has a long shadow cast over it by the presence of pure-play retailers, notably including Amazon Prime and Google Shops, both of which are mobilising to

dramatically cut down delivery times in their key market locations. Convenience around fulfilment and ease of purchase has been the unique value proposition driving much of the success of pure-plays, and now with the rollout of same-day shipping as standard for some items and locations, there is powerful pressure on traditional retailers to streamline how they get purchases to the customer. Outside of improvements to overall fulfilment networks, traditional retailers are seeking to leverage assets that pureplays don’t have, namely their physical stores. As an multichannel customer is typically more valuable to a brand than one who is not, buy online and pick up in store programs present an elegant opportunity for brands to improve their fulfilment times while simultaneously opening customers up to in-store engagement and the ability to make further purchases on location. Currently, however, very few retailers have succeeded in fully exploiting the tactic, and with consumers now expecting more and more instantaneous digital shopping experiences, this avenue is only one of several options that retailers need to seriously explore. This year’s eTail Europe conference will see the brightest minds in retail come together, exploring solutions around these problems and more in a collaborative environment.

From the 21st to the 23rd of June, the Queen Elizabeth II Conference Centre in London will be abuzz with professionals sharing ideas and strategies. For those on the cutting edge, or retail executives looking to evaluate the benchmark of what it means to be excellent, it will be a truly unique event not to miss.

Register now and save £300* Register now with code EU16IM at www.etaileurope.com, call us at +44 20 7368 9465 or Chat Now with our Customer Service Team.

*Please note the £300 discount is for RETAILERS only

Profile for digital-publishing-services

Infinity April 2016  

The latest edition of ‘Infinity’ our specialist digital and ecommerce and all aspects of digital commerce. Infinity is designed for both mul...

Infinity April 2016  

The latest edition of ‘Infinity’ our specialist digital and ecommerce and all aspects of digital commerce. Infinity is designed for both mul...

Advertisement